The Dormen Food Company, which has over 20 years experience in the nut market, has seen a 30% growth in market share* in the last year, and is confident that the rebrand will hold wide appeal.
Selling to top London hotels and major retailers across the UK, the range has been revitalised with a new foil bag for freshness and shelf stand out, and incorporates some exciting new flavours. The new clear, rebranded packaging now has the iconic image of the Dormen nuttelier – the sommelier of the nut world.
David Collard, Managing Director, says: ‘We are the only nut brand in the market that has really stood the test of time and we attribute this success to the quality of our products. Remaining loyal to our purchasing ethics, we have continued to choose quality over price to ensure the end consumer enjoys the best tasting product possible. The rebrand will strengthen our position as consumers continue to favour premium brands.
‘With strong marketing support over the coming months and an engaging new strap line – ‘It’s the Dormen details that make all the difference’ – we hope to strike a chord with shoppers looking for more discerning brands.’
Established over 20 years ago, the Dormen range of snacks uses only the finest raw ingredients from around the globe, using bespoke roasting methods to ensure quality and taste. With consumers tending to either trade down to value nuts or up to premium nuts, Dormen has seen an increase in sales as a result of people looking for ‘little luxuries’ to indulge themselves. This is noted in the 12 week lead up to Christmas 2009 where the premium nut category saw a marked growth in value by 5.4%*.
*Information relates to snacking nuts, TNS data (52 we 27 Dec 2009)
For further information please contact the Dormen press office on:020 7053 6000
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